JC Penney launches holiday campaign

J.C. Penney Company Inc. has launched an integrated marketing holiday campaign that includes a gift microsite and its first-ever gift guide.

The new campaign, created by Saatchi & Saatchi, highlights the multichannel merchant's gift assortment while encouraging customers to believe that their most ambitious dreams and wishes will come true this Christmas. It features a rare John Lennon recording and includes direct mail, Internet marketing, mobile phone text messages, viral marketing and traditional media.

TV commercials include a 30-second spot that follows a young girl as she tries to build a rocket ship bound for the North Pole. Additional spots will feature Christmas wishes coming true.

The microsite also features a shipping schedule countdown and printable coupons.

For the first time, Plano, TX-based JC Penney is offering a 72-page Ultimate Gift Guide featuring gifts that are available across all three shopping channels. The guide will be available in stores and mailed directly to customers.

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